Overview

This unit aims to introduce key marketing concepts and their application to modern business. Understanding the role of marketing will aid understanding the interconnections it has with other business disciplines, as well as providing a strong philosophical foundation for further studies in marketing. In addition, this unit provides students with the opportunity to develop generic skills. The unit provides students with a series of learning opportunities designed to explore basic business and Marketing concepts from a variety of viewpoints including theoretical and applied perspectives.

Requisites

Teaching Periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 1
Location
Hawthorn
Start and end dates
26-February-2024
26-May-2024
Last self-enrolment date
10-March-2024
Census date
31-March-2024
Last withdraw without fail date
12-April-2024
Results released date
02-July-2024
Teaching Period 1
Location
Online
Start and end dates
11-March-2024
09-June-2024
Last self-enrolment date
24-March-2024
Census date
05-April-2024
Last withdraw without fail date
26-April-2024
Results released date
02-July-2024
Semester 2
Location
Hawthorn
Start and end dates
29-July-2024
27-October-2024
Last self-enrolment date
11-August-2024
Census date
31-August-2024
Last withdraw without fail date
13-September-2024
Results released date
03-December-2024
Teaching Period 3
Location
Online
Start and end dates
04-November-2024
09-February-2025
Last self-enrolment date
17-November-2024
Census date
29-November-2024
Last withdraw without fail date
27-December-2024
Results released date
04-March-2025

Learning outcomes

Students who successfully complete this unit will be able to:

  • Demonstrate a broad understanding of the major conceptual and theoretical principles upon which the practice of marketing is based
  • Demonstrate a general understanding of marketing management tasks and of how marketing fits into and interacts with other business functions within an organisation
  • Use research information and apply marketing concepts and principles to propose ethical, creative solutions to a range of marketing related problems that arise in business contexts
  • Work and communicate effectively as an individual or in teams

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
On-campus
Class
2.00 12 weeks 24
Online
Lecture
1.00 12 weeks 12
Unspecified Activities
Independent Learning
9.50 12 weeks 114
TOTAL150

Swinburne Online

Type Hours per week Number of weeks Total (number of hours)
Online
Directed Online Learning and Independent Learning
12.50 12 weeks 150
TOTAL150

Assessment

Type Task Weighting ULO's
PortfolioIndividual 30 - 50% 1,2,4 
PortfolioIndividual 30 - 50% 1,2,4 
ReportIndividual 30 - 50% 2,3,4 
ReportIndividual 30 - 40% 2,3,4 
ReportGroup 20 - 30% 1,2,4 
TestIndividual 20 - 30% 1,2 

Content

  • An overview of marketing
  • The marketing environment
  • Buyer behavior
  • Segmentation, targeting and positioning
  • Marketing information and research
  • Branding
  • Goods and services
  • Marketing channels and logistics decisions
  • Integrated marketing communications
  • Pricing
  • Marketing ethics

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.